Katha Mediatix wins media mandate for WSH's Karnataka Lions

By Shibani Gharat , afaqs!, Mumbai | In Media Planning & Buying
Last updated : December 07, 2011
The World Series Hockey's Bengaluru Franchise, recently acquired by the Zentrum Group, is mentored by actor Suniel Shetty.

Katha Mediatix has won the media mandate for the Bengaluru franchise of World Series Hockey (WSH). Called Karnataka Lions, the team is one of the eight teams participating in the tournament. The team has been acquired by Sporting Ace, which is part of the Zentrum Group. The team will be mentored by actor Suniel Shetty.

As part of the mandate, Katha Mediatix will chalk out a media plan for the team for the maiden season of World Series Hockey. The media mix will involve the use of television, print, radio and outdoor media. While TV ads will be at a national level, print, radio and outdoor advertising will focus around areas in and around Bengaluru. The entire campaign will revolve around the hockey matches. The tournament is scheduled to start on December 17. The team will spend an estimated Rs 2-4 crore on media, for this season, and may increase the promotional and marketing spends if Karnataka Lions enters the semi-finals/finals.

Confirming the news to afaqs! Aniruddha Pal, executive vice-president, strategic alliance, Katha Mediatix, says, "Through this opportunity, we aim to bring out the spirit of hockey, in a more aggressive way." The team will also have an anthem, which is being composed by a music composer who is yet to be decided. "The team will carry out a lot of on-ground promotions and activities at youth joints, pubs, restaurants, cafes, and malls. Besides, there will be after-match fashion shows, too," adds Pal.

In 2010, Katha Mediatix fully branched out into a 360 degree marketing and communications set-up, apart from the OOH vertical which has been its core business.

Speaking about the communication, Kingshuk Gupta, director, Sporting Ace, tells afaqs! that the ads will feature the members of the team. "As part of the communication, we will include Indian hockey icon Dhanraj Pillai, who recently got on board, as well as mentor Suniel Shetty," says Gupta. The team jersey will soon be unveiled, says Gupta. The logo is being designed by the marketing and creative consultation firm Fluid Media & Art Labs. The creative communication for the team will also be designed by the same agency.

Nimbus is known to have spent around Rs 40 crore for the marketing of the series.

The entire tournament will feature eight teams namely Bengaluru, Chennai, Mumbai, Chandigarh, Punjab, Bhopal, Ranchi, and Rourkela. Each team is estimated to spend around Rs. 2-3 crore on its marketing. There will be over 200 players in the 61 matches played during the tournament.

First Published : December 07, 2011
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